RUDN: Ideas change the world — and this is not an advertising slogan

Why is design a verb? Why is little design good? Why make five variants of a CV? At the master class “What is design? Basic principles of design” from Sistema JSFC and RUDN University, Alexey Chupin, Head of the MTS design center, showed how design solves business problems.
April 20, 40 RUDN students — from architects to ecologists — talked with Alexey Chupin, who designs the main products of MTS: from MTS Library to retailers’ interiors.

“A designer is both a psychologist, a marketer and a researcher. It is a sort of human Swiss knife, who is supposed to understand a little bit of everything, and, if necessary, dive deeper. Competences alter all the time. Today, product design is the basics of front-end development, psychology, marketing, advertising and PR, as well as sociology,” says Alexey Chupin, Head of the MTS design center.

“To be the best you have to learn from the best.” Following this principle, the expert shared the rules of designer Dieter Rams, the Braun company. His radio receiver served as a model for the design of the first Apple iPod. Rams thinks that good design has the following features:

It is innovative. It should push the industry forward.
It makes the product useful. It is made for people.
It is aesthetic. Design is about beauty.
It helps the product to be understood. A person must understand how to interact with the product.
It is unobtrusive.
It is honest.
It is durable
It is very well thought out.
It is in harmony with the environment and is environmentally friendly.
Good design is as little design as possible. If a person hasn’t noticed elaborate design, then a designer did his job well.
“How to do good design? Design can be communicational, industrial, service, architectural, interior, product … Each has its own goal, but they all start with research. Before switching on creativity, you need to do some research,” says Alexey Chupin.

Design process:
User story — customer’s story, which depends on our product and the context of its consumption.
CustDev — Customer Development or problem interview. At this stage, we ask the client who has a user story how he solves his problem.
CJM — Customer Journey Map, a table recording certain points — client’s actions on the way to solving the problem, and ideas on how to improve them to achieve the goal.
Design or CJM to be. We remove unnecessary steps from CJM and draw a graphical interface.
Test — we are testing out our solution. At this stage, an invention that seems “brilliant” to designers may turn out to be completely unsuitable for people. The prototype is tested on the same or different people with the same user story.
Produce & Release — we produce the product and launch it.
Analyze — after launching, for example, an application update, analysts closely monitor statistics. If the statistics deteriorate, it means that the update could be the reason, and then it is withdrawn and the previous version is returned.

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